Trey Taylor
Trey Taylor grew up under the wide skies of a small Canadian town, where the scent of fresh snow and pine filled his childhood. He left that landscape for London, earned a degree at Central Saint Martins, and spent several years shaping youth culture as an editor for Dazed, The Face, and Interview. Those editorial stints taught him how language can frame desire, a lesson he later applied to scent. In 2020 he began teaching himself the chemistry of perfume, translating his storytelling instincts into fragrant form. By 2023 he launched Serviette, a New York‑based line that frames each bottle as a short story about modern consumption. Collaborations with brands such as American Express and Nike gave him a platform to experiment with brand narratives in scent. Today he balances studio work in Manhattan with speaking engagements that question what we consume and why, positioning himself as a cultural commentator as much as a nose.
The hits
Notable creations
The signature
How Trey composes
Trey builds his fragrances around a single, vivid image and layers supporting notes that reinforce that scene. He favors natural extracts such as alpine pine, wild peach, and cherry blossom, pairing them with subtle synthetics that extend the narrative without overwhelming it. He often begins with a bright top note that captures attention, then lets the heart unfold into a more nuanced middle, finally allowing the base to linger like a lingering thought. His studio work emphasizes precision; he measures each drop, records every adjustment, and tests the scent on skin to ensure the story translates across bodies. This methodical yet intuitive approach yields scents that feel both immediate and reflective.
Philosophy
What drives Trey
Trey believes fragrance should ask the same questions that journalism asks: who are we, and what do we value? He treats each composition as a dialogue between the wearer and the world, using scent to surface hidden preferences. His Canadian upbringing reminds him that environment shapes memory, so he often references natural moments—crisp mountain air, fleeting summer fruit—to anchor his narratives. He rejects formulaic trends, preferring to craft scents that feel like a personal essay rather than a marketable trend. For Trey, perfume is a tool for self‑examination, a way to signal identity without words.
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